CMHA National Conference on Mental Health 14 -16 / 09 / 2011 1 Surpassing Stigma in the Workplace...

CMHA National Conference on Mental Health

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Surpassing Stigma in the Workplace

November 13, 2013


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PARTNERS FOR MENTAL HEALTH

/ PFMH will transform the way Canadians of all ages think about, and act towards people living with a mental health problem or illness

/ PFMH will empower individuals and organizations to take action, leading to unprecedented improvements in mental health services, mental health funding and the mental well-being of all Canadians

/ PFMH will support the Mental Health Strategy for Canada by mobilizing the public’s voice around specific recommendations

/ Through our campaigns we will substantially grow the number of Canadians interested in the cause, thus benefiting all stakeholders

Partners for Mental Health (PFMH) is a national, registered charitable organization created to help accelerate a social movement.


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PARTNERS FOR MENTAL HEALTH – OUR STRATEGY

We are guided by a strategy that seeks to ‘redefine normal’, creating new norms around mental health

/ What’s considered normal today should not be considered normal

• It shouldn’t be normal to wait several months to get care; to deny or delay access to housing and medical treatment; to be shunned in the workplace, etc.

/ We need to create systemic and social change to normalize:

• The belief that mental illness is nothing to be ashamed of and that recovery of a meaningful life in community is achievable

• Better treatment towards those living with mental health problems and illnesses

• Increased access to treatment and support

• Better workplace policies and protocols

• Increased and sustained funding for treatment, support and research

• Mental health education and training as commonplace

• Recognition that a healthy life requires understanding of one’s own mental health – “there’s no health without mental health


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PARTNERS FOR MENTAL HEALTH – FRAMEWORK FOR CHANGE

Recruitment & 1st Activation Mobilization Outcomes

• Align and highlight organizations & opportunities to supportive Canadians who want to take action

• Redefine normal

• Bring more Canadians on board through national recruitment campaigns

ACCELERATING THE MENTAL HEALTH MOVEMENT

Corporate

Schools

Partners for Mental Health Direct

outreach

Digital/social

NATIONAL

CAMPAIGNS

• Fundraising• Advocacy• Education• Volunteering

PR/MediaSupportive Canadians

Highlight engagement opportunities

on-going

LOCAL

ENG

AGEMENT

• Fundraising• Advocacy• Education• Volunteering

MH Organizations/Community

• Reduce stigma• Reduce

inequities• Uphold rights• Improve access• Increase funding• Intervene early• Fund & sustain

transformation


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THE ISSUE

Mental illness is everyone’s business. It touches us all especially in the workplace. And, the costs, personal and financial, are staggering.


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THE ISSUE – PUBLIC SERVICE ANNOUNCEMENT


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Purpose:

To understand working Canadian’s perceptions regarding mental health in the

workplace.

Methodology:

An Ipsos Reid online poll was conducted during April 2013 among a sample of 1,058

working Canadians

RESEARCH: PURPOSE & METHODOLOGY


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The workplace does have an effect on one’s mental health and well-being (esp. given we spend a lot of our waking hours at work).

/ Nearly half (47%) of working Canadians ‘agree’ (15% strongly and 32% somewhat) that their work and place of work is the most stressful part of their day

/ 16% of working Canadians say their place of work is frequently the source of feelings of depression, anxiety or other mental illness

There still appears to be stigma against mental illness in the workplace, especially when compared to other types of illness.

/ 38% say they would be likely to try to ignore any mental illness that they many have, and try to hide it and not talk about it

/ 4 in 10 agree that they would be concerned if they had to work or share an office with someone that has a mental illness

KEY FINDINGS


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This stigma can lead to faking a physical illness in order to ‘cover up’ a mental health issue or illness.

/ 17% Canadians say they’d be likely to fake a physical illness to cover for something like depression or anxiety, or another mental illness. Canadians appear reluctant to discuss mental health/illness with employers.

/ 2 in 3 would NOT be likely to have an open discussion with their boss about their mental health or illness. Even fewer would have this

discussion with their Human Resources (only 31%).

/ Only 1 in 3 working Canadians would likely tell their boss that they needed time off because of depression or anxiety or another

mental illness.

KEY FINDINGS


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A SOLUTION

Change is long overdue…..

The Not Myself Today campaign focuses on bringing these issues to the forefront, raising funds and support for improving mental health in the workplace.


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CORPORATE ENGAGEMENT STRATEGY

INVESTENGAGESUPPORT

Financially support the cause to improve workplace mental health

Funds raised will go towards awareness, education and engagement campaigns of

Partners for Mental Health

Become an ‘NMT @ Work’ partner and show your support by wearing

your mood & holding a

Not Myself Day @ Work event

to help promote workplace mental health

Support a psychologically healthy work environment in

your organization by engaging employees with the campaign, using the guidelines, tools and

resources provided


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CAMPAIGN OVERVIEW

CAMPAIGN INSIGHT

/ The campaign was based on a shared personal experience – everyone has had a

day when they don’t quite feel like themselves

/ We used this feeling and insight to connect Canadians to the issue of mental health

in a personal way and to the broader and more serious issue of mental illness

/ The campaign encouraged people to acknowledge that it is OK to not feel like

yourself (it’s part of dealing with mental health) and it is OK to talk about not feeling

like yourself


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CAMPAIGN OVERVIEW

NOT MYSELF TODAY CAMPAIGN

• Acknowledging everyone’s connection to the issue and giving voice to it in the workplace where so many people struggle/suffer

• Rallying companies to financially contribute to the campaign and support the movement. Funds raised would go toward anti-stigma and engagement campaigns of Partners for Mental Health

• Mobilizing employees and companies to hold a Not Myself Today session at work aimed at generating an open dialogue and a greater understanding around workplace mental health

• Reducing the stigma of mental health in the workplace by encouraging employees to wear their mood and talk openly about the issues


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CAMPAIGN OVERVIEW

Not Myself Today Fundraising Campaign: Public launch was on May 9th during Mental Health Week and wrapped up on June 6th. Several companies held their Not Myself Today session on this day.


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CAMPAIGN TOOLKITS

/ The campaign toolkit provides a turnkey way for employers to engage their employees with the issues of stigma in the workplace

/ Toolkit included tools and resources to prompt discussion, self-expression and support the journey towards mentally healthy workplaces / Specific toolkit elements:

- Campaign ‘at a glance’ (one-page overview of the campaign and key dates) - Activity Guide for activities including the Not Myself Day @ Work

event- Information and a list of resources and programs available- A primer on the National Standard for Psychological Health and

Safety- Communication materials including posters, email and newsletter

copy, banner ads, etc.- Swag to generate excitement, buzz and conversation including mood

buttons, mood pens and post it notes; quantities will vary depending the investment level of the company

/ A basic kit was also made available for download at notmyselftoday.ca


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CAMPAIGN TOOLKITS


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CAMPAIGN MICROSITE


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RECOGNITION


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CAMPAIGN OVERVIEW – COMPANIES AND ORGANIZATIONS

INVOLVEMENT VALUE & RESOURCES PROVIDED

SUPPORT

- Promote Not Myself Today to employees, clients, business partners and others

- Encourage other organizations to get involved- Post links and information on websites, publications,

social media to support Not Myself Today and mentally healthy workplaces

Value:- Publicly demonstrates company’s / organization’s commitment to supporting a mentally health workplaceResources:- Electronic tools including web banners & email templates

ENGAGE

- Plan/support the campaign in the workplace and organize a Not Myself Today session at work

Value:- Demonstrates company’s / organization’s commitment

to their employees - Provides an opportunity to talk about mental health in

the workplace and initiate positive changeResources:- A guide offering suggestions & ideas to plan an event- Mood buttons and mood rings available for purchase

INVEST

- Financial contribution to help supercharge this mental health movement at work at various levels (tied to size of employee base)

All levels:- Receive turnkey toolkits including posters, buttons,

etc. to support organizing a workplace event (quantity will vary by size)

- Public recognition in Globe and Mail as an organization supporting a mentally healthy workplace


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CAMPAIGN OVERVIEW – – INDIVIDUALS (EMPLOYEES, MANAGERS)

INVOLVEMENT VALUE PROVIDED

SUPPORT

- Voice support for a psychologically safe workplace with your employer / union / professional association

- Encourage employer to participate in the campaign

- Being identified as a positive agent for change in the workplace

ENGAGE

- Plan and/or participate in Not Myself Day @ Work event in your workplace, learning more about the issues and the ways to improve mental health support

- Share your story and experience with workplace mental health on campaign website (all stories are moderated)

- Demonstrating leadership and compassion for workplace colleagues

INVEST

- Make a personal donation to support the mental health movement at work

- Buy mood buttons and/or a mood ring- Organize a workplace fundraiser

- Donations and purchases of campaign swag to support the mental health movement

- Contribute to reducing stigma in the workplace


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CAMPAIGN TOPLINE RESULTS

• 92 companies with over 225,000 employees invested and participated with events/activities

• $187K raised

• Over 3,000 mood badges and stories posted to the website

• 1,000 pledges gathered

• An additional 300 events took place

• 19MM impressions/78 stories from PR and over $600M value of media donated


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In August, Propel/University of Waterloo conducted telephone interviews with 15 participating companies (NMT 2013) to understand participant’s experiences and gather feedback to guide refinements for the 2014 campaign.

Key findings:

• Overall, positive experiences/feedback

• The campaign primarily served to increase awareness of mental health, reduce stigma and encourage people to talk more openly about mental health issues

• Campaign as a ‘first step’ and many would like some sustaining/on-going activities and information as part of the campaign

• Companies looking for additional content and support (e.g. campaign toolkits)

• Opportunity exists to address wide range of work environments e.g. retail, tele-working, etc.

• Companies liked that part of $ proceeds went towards local services

RESEARCH : TELEPHONE INTERVIEWS (NMT 2013)


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NOT MYSELF TODAY 2014 – WHAT’S ON THE HORIZON?

Participating Companies/Organizations Receive• Recognition in the national Globe and Mail ad at the culmination of the campaign in

the Spring of 2014 • Access to on-going content and expertise (e.g. monthly webinars/roundtable online

discussions, subject matter expert blogs, relevant content/articles, etc.) to facilitate better dialogue and sustain engagement with Not Myself Today throughout the year

• Opportunity to learn and network with other participating companies• Upgraded and expanded toolkit to support Not Myself Today campaign activities.

Specific toolkit items may include:

Expanded Activity Guide Mood buttons

Expanded Resource Guide Other conversation-starter ‘swag’ items

12 month content calendar Posters and digital campaign materials

Access to speakers/facilitators “Best of” ideas and best practices from companies from NMT 2013

Based on the feedback received from participating companies/organizations in the Not Myself Today 2013 campaign, we are considering for 2014:


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THANK YOU

Jeff MoatPresident, Partners for Mental Health

(613) [email protected]@JeffMoat

mailto:[email protected]

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CMHA National Conference on Mental Health 14 -16 / 09 / 2011 1 Surpassing Stigma in the Workplace...

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